March 24, 2017
Google Travel exec details changing consumer behavior
If you want to dig for new information about consumer behavior in travel and beyond it, Google’s a good place to start.Read more
While the big names have flexed their financial muscle in an attempt to dominate the online travel market, there is enough for the little guy (and gal) left to make a nice living. Here's a guide to digital marketing best practice that can be employed by travel marketers of all sizes.
Travel has the lowest Click through Rate, but highest Average Cost per Click (CPC) of the major industries reviewed by Wordstream. With many commission reductions having caused ripples in the sector, there is less meat on the bone for what is potentially a risky endeavour.
Working a bit smarter should help mitigate that risk and allow you to take advantage of the only way of guaranteeing top spot on a search engine result page.
Tips to help with your ranking
- For money terms such as brand names, my recommendation would be to break brands out in to separate brand based campaigns to isolate any poor performance and protect your successes with long tail terms.
- Keep reviewing your Search Query report for any unnecessary negatives. Eliminating wasted impressions will improve Click through Rate and benefit your Average Position.
- Take advantage of the site links/location/email extensions AdWords allow. The improved richness of your ads will attract more clicks.
- Break out campaigns to target specifics like locations, mobile and tablet. Here you will be able to tailor your ad copy to really sell that click.
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